While earlier, more blatant forms of sex discrimination may have declined, some researchers have suggested the existence of more subtle forms of bias, based less on gender than on gender-related attributes. The investigation of bias related to either gender or gender-related attributes requires a scale to address both the gender-relatedness of characteristics and how positively or negatively the stereotypical characteristics are viewed. Twenty masculine, 20 feminine, and 20 neutral gender-related characteristics with positive connotations related to employability were selected for the development of the Positive Sex Role Inventory (PSRI). The 60 attributes were placed in an instrument and presented to 284 undergraduates who rated the attributes for their desirablity for a counseling psychologist. Analysis of this instrument showed that the scale had a three-factor structure and satisfactory subscale internal consistency reliability. Five masculine and feminine item pairs were then identified from the subscales so that the mean difference between the rating of the two items was not statistically significant. This study yielded two experimentally useful products: the PSRI can be used in experimental research involving positive sex-role attributes and the set of five item pairs developed to be of equal market value provides a potentially useful methodology for sex bias research. (NRB)